The pandemic, in combination with today’s social climate, has accelerated already existing U.S. consumer trends marketers have been observing for some time—especially with the number of millennials and Gen Z surpassing all other generations of consumers. As more and more consumers continue to specifically seek out brands they identify and connect with at a much deeper level, so do job seekers as they pursue their next career opportunity. After all, employees are consumers too.
So, how can brands remain competitive and stand out from the rest? The answer is within reach. This white paper explains how brands can develop an employee-focused brand storytelling program to successfully target, engage and recruit a competitive audience group in today’s highly competitive job market—all while brand building along the way.
- Introduction: The World Changed in 2020
- The Case for Brand Storytelling
- PepsiCo Stories—A Case Study
- Conclusion: Employees Humanize the Brand